Only the 16-GB Wi-Fi model of the iPad Air appears to be getting a discount.

Since becoming an official Apple product retailer a few years ago, Wal-Mart has regularly sold new iPhones and other Apple gadgets at cheaper prices than other retailers.

Wal-Mart has previously said that it charges less hoping that larger sales will make up lost profit. But this time, Wal-Mart's rivals are matching the discounts.

[For the Record, 2:04 p.m. PDT Nov. 1: An earlier version of this post said Apple would also match Wal-Mart's price for the 16 GB iPad Air. Apple has said that is not accurate. The Cupertino, Calif., tech company will only sell the 16 GB iPad Air for $499.]